Active attention
Eyes locked on your ad.
Passive attention
Screen’s on, but focus is drifting.
Non attention
Well, there’s no sugar-coating it, they’ve tuned out or not even seen it
Let’s face it, capturing someone’s real attention these days can feel like trying to herd cats. But when it comes to television, we know it’s still one of the most powerful mediums to grab and hold audience focus. At Amplified, we go beyond the guesswork to measure exactly how, and when, viewers are paying attention to your TV ads.
Television isn’t just “on”, it’s where your audience actively leans in (when they’re not dealing with pets, kids, or their second screen, of course). Our research shows that TV ads enjoy up to three times longer in-view durations than other channels. And when paired with high-quality programming, the attention levels soar.
But not all eyeballs are created equal. That’s why we dig deeper to measure the type of attention your ads are getting:
We don’t just rely on lab results or theoretical models. Using bespoke hardware and webcams, we capture real-life eye-gaze data from viewers in the comfort of their own homes. Our machine-learning magic then turns this data into actionable metrics, giving you an unparalleled understanding of how audiences actually interact with your ads.
Think of it as having a behind-the-scenes pass to the real story of how your content performs.
Here’s where it gets exciting. By adopting attention data, you can:
Know exactly where your money is making an impact
Identify which ad elements grab attention, and which send viewers to the kettle
Leverage attention metrics to build stronger brand connections and drive measurable results.
We’ve worked with major networks like Channel 4, ITV, and Sky, helping them prove the power of their platforms. And guess what? Ads on high-attention programming deliver better ROI. That’s not just a guess, it’s science.
Premium content environments were proven to drive higher active attention, validating investment in quality media partnerships.
Attention was found to be highly contextual, meaning placement, timing, and format all influenced engagement, giving OMG UK better justification for media selection and campaign strategy.
Attention is the foundation of effective advertising, and we’re here to help you unlock it. With our data-backed insights, you can go beyond "airing ads" to delivering campaigns that stick, resonate, and drive action.
Whether you’re looking to boost your creative strategy or prove the value of your media, we’ve got the tools to make it happen. Let’s turn eyeballs into action.
